1-800-Flowers has appointed Melanie Babcock to the newly created role of chief marketing and growth officer.

Babcock joins from The Home Depot , where she has worked for over a decade, most recently as vp of its retail media network, Orange Apron Media.

In her new position, she will lead all aspects of 1-800-Flowers’ marketing strategy, brand positioning, customer acquisition and retention, and revenue growth initiatives. She will report directly to recently appointed chief executive (CEO) Adolfo Villagomez, who joined from Progress Residential in May.

Jason John, who was named CMO in 2022, has left the business.

An ‘inflection point’

Her arrival comes as the DTC brand’s $6.6 million Q4 revenue boost was overshadowed by a $51.9 million net loss, mainly due to asset write-downs and

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